Due to the atomization of media and audiences alike – broad demographic targeting tactics are likely to get any Planner bounced right out the door! So, a revolutionary way of targeting consumers by linking their behavior patterns with marketplace preferences is now being made available. “Traditional demo and geo information has proven useless over the past 60 years and targeting consumers based directly on their behavior offers flexibility in determining the value of content in media planning based on the truest driver of ROI”, say Dr. VonShkykinheimer of the Institute for Plant and Animal Behavior, Learning and Trendsetting Techno-Demo-Psycho-Segmentational Sensation Reflex Indexing and Addiction Research Patterns and Therapy. By aggregating audience attitudes, our Behavior Mavens Team (Trade Mark) created the following 6 segments:
Frugal Leaches:
These folks are passionate about not spending a dime, ever. They are obsessed with money – yet have pad locks on their purses. Many spend their leisure time visiting public spaces such as Gas stations and Pizzeria’s in order to stuff their pockets with tissues, toilet paper, paper towels, paper plates and plastic utensils. Although at first blush they might not seem like ideal targets for marketers, Dr. VonShkykinheimer notes that “they’re heavy consumers of media; network and cable TV, magazines and internet.” The median age is 61.5. 53% are grandparents. 32% are employed. These consumers have a cultured sensibility and score high for antiquing and belonging to book clubs. Although they can afford luxury goods they prefer to look for bargains. Being that they have lots of spending power but hate to spend, they should be a good target for any marketer looking for that next best consumer.
Wise Asses:
They’re young! Funny! Open minded. Sarcastic as can be! They pull pranks on one another constantly. If marketers can figure out ways to inject themselves into these various gags and even enhance humorous outcomes, the potential for winning them over will be huge. Categories include, energy drinks, beer, sports equipment, gadgets, hard core gaming, grocery and CPG (specifically eggs + shaving cream around Halloween season). ‘Wise Asses’ have an active social life and enjoy movies, concerts, bars and nightclubs. They are always looking for a good time, are poor students and worse employees. They over index very heavily for Digital Video.
Rich Pricks:
More money resides within the coffers of ‘Rich Pricks’ than with nearly 80% of the population. Think ‘Tee’ Time as well as ‘Tea’ Time. Luxury cars, upscale dinning, and high end department stores (designer clothing) marketers pay special attention… As media consumers they’re big into cable news nets, business news magazines and news talk radio. Shocked? You should be. “It was hard for us to pinpoint this narrow segment of the population but we found them in places you’d NEVER expect thanks to our multidimensional proprietary modeling” says VonShkykinheimer. 66% of the 50% that are married are on their 3rd marriage.
Death Defying Lunatics:
Their leisure activities are centered on hang gliding, sky diving, alligator wrestling, tornado chasing and dangerous stunts that may involve such things as fireworks, back yard brawling and pit bull fighting/gambling. When ‘Death Defying Lunatics’ go shopping it’s most likely in a sporting goods store, home improvement store or specialty store where they can purchase fire extinguishers, body armor, nail guns, first aid kits, bow and arrows and blowtorches. The brands they want should also want them back and the ones that target user generated YouTube content will have a leg up on the competition. Median HHI is 49k. 12% are Retired. Attitudes towards the safety of making In App purchases are generally positive.
Stalkers:
Stalkers can be dangerous but they also like to be on top of the latest celebrity gossip and the hottest trends. They are also first to own the latest consumer spy gadgets. This group will get their pop culture information from a variety of media sources including TV, magazine, radio and especially the internet. They have proven to be elusive to those marketers that utilize browser based tracking methods. “We don’t know why” says VonShkykinheimer. “They seem awfully good at obscuring their online activities and covering their tracks”. They are big social networkers who gather information from a variety of sources. Magazine genres include Women’s Bridal Fashion and Entertainment. Radio formats include Alternative, Hot Adult Contemporary and Classic Hits. Online activities include digital photo albums, movie info, shopping, celebrity press conference information and book signing locations.
Paranoid Reclusive Freaks:
Their media tastes, lifestyle, entertainment preferences and shopping habits all revolve around the fact that they are petrified of other human beings. For this reason alone, they rarely leave the house and spend an inordinate amount of time watching late night television and surfing the net. Most all of their consumer activity is done online and through the mail, making this segment a huge opportunity for online retail marketers like Amazon and pure play media companies like Netflix. The median age is 47.9. 33% Hispanic. 50% White. 15% African American. 2% Other.
This research should give marketers a better picture of which types of media and content are best to target in order to leverage specific behaviors. By capturing the power of the data sets defined, broadcasters, agencies and advertisers can now develop and deliver better cross channel integrated marketing campaigns, optimize schedules and develop winning creative!
